Google gets down to serious business with ‘Google for Work’

Google gets down to serious business with ‘Google for Work’

Summary: Google’s business portfolio is undergoing a dramatic revision, starting by changing the names of its enterprise products and teams.


SAN FRANCISCO — With Labor Day behind us, Google is getting back to work, starting with a complete branding revamp for its enterprise unit.

Unveiled at Google’s San Francisco offices on Tuesday, Google Enterprise will now be known as “Google for Work,” lining it up with the Drive for Work debuts back at Google I/O in June.

The Google Enterprise unit chief, Amit Singh, described the revision as the “second act” for Google’s business cloud offerings.

"The way people work at work is using products in a lot more depth and detail than they would in their consumer lives,” Singh posited, estimating the average employee spends more than 90,000 hours at work over a lifetime. "Some of us more than our fair share every week,” he laughed.

Singh also predicted that bringing “Google to Work” will be also much easier to explain (and sell) to people than “some arbitrary” terminology.

More than 60 percent of the Fortune 500 are actively using a paid, enterprise product from Google, according to the Mountain View, Calif.-headquartered corporation.

Google also boasted more than 30 million students, teachers, administrators are using Google Apps for Education.

As users — not just IT admins — are making more choices, Singh explained Google for Work better reflects the new work environments we are all working in.

"That focus on the user is everything we do,” stressed Shailesh Rao, director of Google Cloud Platform. 2014 has proved to be a big year for the Google Cloud Platform, and Rao hinted at yet more to come this year by noting the department is actively hiring and promoting people within as well as recruiting worldwide.

Jocelyn Ding, vice president of enterprise operations at Google, briefly outlined some of the changes on the way in addition to the marketing shift — namely technical and deployment upgrades focused on quality, speed, and service level targets.

"Every part of the stack is being thrown up in the air and being reinvented — not just by us but the entire industry,” Sheth observed.

"Great support only comes from support organizations that are tightly integrated with product organizations,” Ding insisted.

Eran Feigenbaum, director of security for Google Apps, highlighted the large pool of security engineers (more than 450) on tap alone while also touting Google’s successful bug bounty program to detect and patch up holes before they can be breached.

"With anything you do in business, you need to figure out your key insight,” insisted Rajen Sheth, project manager for Chromebooks and Android.

For Google, Sheth argued the internet giant’s key insights — or “second nature” — start with the development of “transformative interfaces” on Google Apps for business and education well as a “tremendous” datacenter infrastructure built in-house.

"Now the cloud is really a given for clients,” Sheth said. "We have the knowledge of how to use the cloud for the best possible uses for a variety of applications.”

Singh, who joined Google after years at Oracle, admitted that he and his team "never started out to build a traditional enterprise group.”

"Google seemed to have all the assets. They just had to come together in a way that appealed to customers,” Singh remarked.

Looking forward, Sheth reiterated Singh’s definition as a second act for the department, adding that its more than a name change — it's a total mind shift.

Sheth observed, "Every part of the stack is being thrown up in the air and being reinvented — not just by us but the entire industry."

For another look at the platform formerly known as Google Enterprise and now Google for Work, check out the promo clip below:

Topics: Cloud, Data Management, Google, Enterprise 2.0, Google Apps

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  • Name change?

    So they just changed the name of the team to "Google for Work". Lame.
    Sean Foley
    • Usual incisive criticism for Shaun the m$heep.

      Couldn't you, just once, actually read the article, and find a genuine issue to resent? Is that really so much trouble.

      Interestingly, you DON'T get people lining up to criticise Microsoft when they change the name of their products: 'MSN search > Live Search > Bing', etc - even though they were clearly desperation relaunches. Because people just don't care.

      Mind you, it's time that Skype got an M$ name, don't you think?
    • Heenan73 thinks you're baaaa-d, baaaa-d, baaaa-d

      Figures. He's trying to hijack this into another "Microsoft Bad" blog since you had the audacity not to fall for Google's new "scam".

  • Transformative

    Google does have a solid handle on the development of “transformative interfaces” look at flat UI and so many affordances we take for granted. Hope they can keep that momentum
    Marc Scibelli
  • Web apps are a fail

    They'd have to ditch the horrible browser based apps.
    Buster Friendly
  • Writing's on the wall for Google, and for Apple...

    since, they've realized that the consumer space for mobile technology is slowing down, and in some cases, going away.

    So, both Apple and Google have had to diversify from the consumer side of technology, and are not targeting the business side of things.

    However, Google and Apple are still attacking the business sides as if they're some sort of specialized apps-dependent sector. Apps are no doubt going to be used, but, Apple and Google need to diversify their portfolios from being mostly mobile-driven/internet-dependent, to a more PC-centric environment.
    • 2nd sentence should read:

      So, both Apple and Google have had to diversify from the consumer side of technology, and are NOW targeting the business side of things.
      • Tragically, no.

        Mobile is the future, and PCs (Windows excepted) are all moving in that direction. Apps and the cloud, rather than system heavy,over-engineered software IS the future.

        Simple example: you'd have to live a thousand years to use all the wonderful gizmos on Microsoft Office; 95% of people use less than 5% of the programme. Common sense says a lighter programme - with optional extras by app - is infinitiely superior to the current default, of 'take the lot' including 94 languages you never heard of.

        Google and Apple 'get it'; the enterprise is beginning to get it. Microsoft is STILL sitting their there screaming "Do it MY way, do it My way". Gawd bless 'em
        • Only in your simple mind would Apple and Google be "getting it", and

          your example of "Office" is just as simple-minded as the rest of your thinking.

          Office might be loaded with options and features, but, people who use it don't need to learn all of them, and likely won't. But, it's nice to know that they're there for when they're needed. Apps, on the other hand, are built for simplicity, and when certain functions are needed, the user might have to resort to using another app that contains that feature.

          Windows and Office, got complicated and complex, but only because people wanted things to be in one application, and they didn't want to go hunting for a feature all over the place. It takes time to get used to Windows and Office and other PC applications, but then, people also have to get to understand that, there are many complexities to life in general, and careers aren't that easy or quick to master either.

          Even becoming a "garbage engineer" can be complicated, but if one wants that career, he/she will put forth the effort to learn it.

          Apple and Google do need to get into the enterprise field, and believing that apps and mobile devices are the way to go, will come back to bite them in the ass. Diversification won't be simple, and pretending that all it requires is to convert what they already have, will lead to a myriad of mistakes.
        • So quick with your excuses again, Heenan73

          funny that you fear Microsoft so much that you try to spin this as some big "negative" for them, even though you pretend no one has anything to fear from them.

          Translation - you view this as another lame Google failure, and so you'll try to help them out any way you can, no matter the cost to you.

          Sad, really.
  • Google gets down to serious business with ‘Google for Work’

    What a silly name. Any products this team releases will fail. The team itself is going to fail and be disbanded in 6 months. Google does not do any usability studies. If they did they would know people don't like the term 'work'. Chalk one more catastrophe up for Google.
  • Is that why they have the "play store".